Intérêt de la coexistence des émotions de peur et de colère en communication préventive auprès des jeunes fumeurs

Cécile Colin () and Olivier Droulers ()
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Cécile Colin: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: In France, the prevalence of smoking remains high among young people: in 2018, 31% of 18 to 24-year-olds smoke daily. It is therefore particularly important to identify effective ways to encourage young smokers to stop smoking. This experimental research investigates the effectiveness of combining the emotions of fear and anger in an anti-smoking persuasion message aimed at young smokers. The results show that adding the emotion of anger to a fear appeal message, in comparison to a fear-appeal only message, positively influences persuasion through the coexistence of fear and anger emotions felt by the individual. Our study also shows that a fear-appeal message arouses other emotions as well.

Keywords: Tobacco control; Preventative communication; Coexistence of emotions; Anger; Fear; Peur; Colère; Coexistence des émotions; Communication préventive; Lutte contre le tabac (search for similar items in EconPapers)
Date: 2020-05-05
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Published in 36ème congrès international de l’Association Française de Marketing, May 2020, Biarritz, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05240082

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